READ Û Marketing Research An Applied Orientation


Marketing Research An Applied OrientationUsers it reflects current trends in international marketing ethics and the continuing integration of technolo. Good book with focusing on the uantitative parts of marketing

CHARACTERS Marketing Research An Applied Orientation

READ Û Marketing Research An Applied Orientation Õ ❰Reading❯ ➺ Marketing Research An Applied Orientation Author Naresh K. Malhotra – This text presents a look at both the principles and practices of marketing research with balanced coverage of ualitative and uantitative material Written fThis text presents a An Applied Kindle #180 look at both the principles and practices of marketing research w. Marketing ResearchIf I had to make a critical approach of that texbook I would give it three stars However I will only point out and discuss three of te critical points which I found very interesting of the chapter 7These critical points area Extraneous variablesb Causalityc ValidityI will discuss these concepts one after another and see how they can be applied in a real life scenario through the examples that I will use to clarify my pointsa Extraneous variables The point is whether a marketing researcher likes it or not the extraneous variables play a key role in conducting a research because they can affect considerably the end result of an experiment in both cases effectively and ineffectively Let’s take for example mortality which is an extraneous variable that affects validity Imagine a case as it’s usually done in the real life for a marketing research experiment where I was planning to make an experiment in two specific local areas on two distinctive groups of people called G1 and G2 for simplicity This experiment is to determine how each area reacts for the same category of a food product each of those groups have about 50 people While making the experiment some of the people of the G1 were involved in an accident The loss of some of these people of the local area will affect the way that I will continue with that experiment Somehow the accident will affect the validity of my experiment Though as teaching in this chapter in making an experiment I need to take great consideration of extraneous variablesb ValidityThe textbook greatly discuss this concept on page 223 however here is a definition given by Merriam Webster an online dictionary validity is being at once relevant and meaningful a valid theory or a valid argumentIn the matter of fact there are two types of validity that have to meet researcher goals draw valid conclusion about the effects of independent variables on the study group internal validity whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables and make valid generalization to a larger population of interest external validity whether the cause and effect relationship found in the experiment can be generalizedBased on all that the concept of validity is a key element in conducting a research survey and experiment After all why a researcher has to conduct an experiment if at the end the result isn’t valid Even though it’s not usually the case in the real life what I want to say is sometimes the researcher has to trade for one another validity internal or external validity for the good sake of the experimentation to control extraneous variables Nevertheless as teaching in this chapter it is desirable to have an experimental design that has both internal and external validityc CausalityThe last concept that finds important in this chapter is causality What is causality It is when the occurrence of X increases the probability of the occurrence of Y p 218In marketing experience as it’s difficult to prove the causal relationship between two elements due to the fact that marketing effects are caused by multiple variables It is better to discuss causality from the point of “condition for causality”Based on our textbook the assumption of causality reuired three satisfactions a concomitant b time order of occurrence of variables and c elimination of other possible causal factors They are necessary but not sufficientAs it’s usually occurred in the real life where people come to use causality to demonstrate strong evidence then somehow after studying this chapter I’ve come to figure out that this type of uick and in a hurry conclusion of causal relationships is most of the time a matter of simplicityI conclude to say that these three concepts a extraneous variables b validity and c causality are not only the three most important concepts of the chapter seven but they are critical points that retained my attention and I certainly learn from them many lessons which I can use in the real life for my progress and achievement in the area of research and experimentation

Naresh K. Malhotra ☆ 1 READ

Ith balanced coverage of ualitative and uantitative material Written from the perspective of market research. Fantasy book on marketing research I recommend it to all marketing professionals and academics